December 04, 2014

Description: An emergency lightMain Pitch: "The light that goes on when the power goes off"Main Offer: $14.95 for oneBonus: 2nd one (just pay P&H)Brand: Bell + HowellMarketer: EmsonProducer: KerrmercialsWatch the spot

This project bears many similarities to my Ever Light project from December 2013. (One reason: I inadvertently plagiarized the main pitch, also recycled here, from a February 2013 commercial. I recently discovered that spot was also done by Kerrmercials.) The similarities mean this project is unlikely to succeed. That is: Ours wasn't close, and it is unlikely that demand for such a solution has radically changed in one year.

S7Analysis: I obviously believed this item met all of the S7 criteria back when I pursued it. Like many, I was (repeatedly) seduced by this Siren category following the success of Olde Brooklyn Lantern. Looking back, my best guess is that this particular solution -- and the many others storm lights and lanterns that were tried -- is not different enough from what's already on the market to succeed. It's a high bar that Telebrands hit with its 'vintage' pitch, and even they were never able hit that bar again.

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About Me

I am the founder and president of SciMark Corp., a consulting firm that specializes in direct marketing techniques. I've helped launch dozens of consumer products in my career, some of which (such as the Finishing Touch/Micro Touch hair removers and the HD Vision line of sunglasses) went on to become household brands. I also helped pioneer two methodologies for identifying winning DRTV products that have become industry standards: online surveys and Web testing. In addition to publishing this blog, I contribute monthly to Response magazine and the official blog for the Electronic Retailing Association (ERA).